Expert for Marketing and Brand Development Specialist (m/f/d)

sequa gGmbH is a globally operating non-profit development organisation. Since 1991 sequa has carried out programmes and projects of international cooperation in close collaboration with the German private sector. sequa offers know-how and long-term experience in capacity development for chambers and associations (BMOs), vocational education and training, private sector development and trade promotion. The organisation is based in Bonn, Germany. sequa employs more than 100 persons (2023) and reported a turnover of EUR 60 m in 2023.

The Project

Within the GIZ Program Special Initiative ” Decent Work for a Just Transition “, sequa implements the “The Tourism sector Support Scheme targeting growth orientated Tourism ” project for Arba Minch area in Ethiopia. With this, sequa aims to facilitate capacity building and enhancing the job quality and creating new jobs Ethiopian Tourism sector service providers by increasing their competitiveness and quality service so that their services will satisfy the demand on local and international markets.

Benefiting companies and professional individuals receive flexible and demand-oriented funding (consulting, technical training, on areas of different section of the general topics of capacity building. A special focus will be on leadership Training to improve existing service in the market.

sequa has selected Destiny Ethiopia Tour and Travel through a vetting process. Destiny Ethiopia Tour and Travel was founded in 2022 and conducts tour operator services with partners specialized showcasing Ethiopia’s rich culture, diverse landscapes, and historical heritage while prioritizing eco-friendly and community-based tourism. Additionally, Destiny Ethiopia Tour and Travel operates with a special focus on the Southern People’s Nations Region to engage and empower local communities by providing sustainable livelihoods through eco-tourism, cultural exchange, and employment opportunities in adopting and promoting eco-friendly practices in all aspects of our operations, ensuring our tourism activities leave a positive environmental footprint.

The objective of this assignment is promoting and elevating the profile of Destiny Ethiopia Tour and Travel Agency’s services and products to attract visitors. Their responsibilities encompass strategic brand management, market research, digital marketing, upgrade the existing website, partnership development, campaign execution, public relations, and performance tracking. Focus should be on the major existing setbacks like working remotely, communication, offerings, and brand revision.

Your Tasks / Responsibilities

• Brand Strategy Development – Define and communicate a clear, compelling identity for the enterprise, strategy to position the brand in the competitive market.
• Market Research and Analysis: Identify and analyze tourist segments using demographic, psychographic, and behavioral data to create tailored persona marketing strategies. Assess competitors to find opportunities for differentiation and improvement. Define trends and evolving travel preferences for marketing efforts.
• Digital Marketing Strategy: _ Create compelling content (blogs, social media posts, videos)
• Social Media Engagement:
• Train social media accounts (Instagram, Facebook, YouTube) to engage with users, share content, and build an active community of potential tourists.
• Email Marketing
• Upgrade the existing website
• Design 3 standard email format for targeted email campaigns to nurture leads, promote exclusive deals, and drive conversions with personalized offers and messaging, develop integrated marketing campaign that promotes special events exclusive package and seasonal attraction during low traffic.

Performance Tracking and Reporting:

• Metric Analysis: Train to analyse marketing performance using tools like Google Analytics and social media insights to assess success and identify improvement areas.
• Customer Feedback: Create standardized customer feedback templates aligned with travellers’ experiences to gather insights and refine strategies.

Location: Addis Ababa, Ethiopia

Assignment Period: April 2025 – May 2025

Working time scope: up to 20 days

Project: SME Support Scheme targeting growth-oriented SMEs

Job Code: ETH-1013 Expert for Marketing and Brand Development Specialist

Your Qualification / Skills

• Bachelor’s degree in marketing, Business Administration, Tourism Management, Communications, or a related field is generally required.
• Social Media Marketing Certifications
• Your Working Experience
• 3-5 years of marketing experience in the tourism, hospitality, or related sectors.
• Experience in brand management, with a focus on developing and executing brand strategies in competitive environments.
• Proven ability to develop integrated marketing campaigns for various platforms (digital, print, events) and measuring their effectiveness.
• Digital Marketing Expertise: Content creation experience (writing, photography, video production) specifically tailored to tourism products and services.
• Social media management and engagement